Quality score is the most crucial element for PPC advertising on Google, which, along with your keyword bid amount that determines the positioning of your Google Ad and your Cost-per-Click (CPC). Key factors that influence your Quality Score on Google are:
Though it is not clear to anybody outside the Google statistics as to which of these factors weigh the most on your Quality Score, it is assumed that the CTR rate is the most important.
Google would answer that PPC campaigns and SEO optimization have no effect on each other. But through research on the subject has indicated that an increase in brand awareness caused by PPC ads – of the landing page and related links, has helped with their organic rankings. Running Pay-per-Click optimization and SEO optimization at the same time can help with improving your position on the SERP page. A good example of thoughtful campaigning is creating a well-structured landing page with a good display of products that is efficiently SEO optimized, and running PPC ads for the same, highlighting their latest additions, discounted rates or season sale details.
Google Adwords Conversion Tracking is a free and easy user friendly tool that helps you to analyze the conversions brought in by your Google Adwords campaign. It helps you determine the efficiency of your PPC campaign. You will be able to get the statistics of whether the user has purchased a product, downloaded your app, called at your business or signed up for your newsletter – the actions of a user that can be valuable for your business i.e. conversions. This would allow you to improvise your existing campaigns, recognize the best keywords that aid your purpose and understand the ROI to make better decisions for further ad campaigns.
Keep in mind that your landing page is like the first room of your virtual store for any customer who clicks on your ad. This is exactly why your landing page should never be your homepage, whereas it should be the page carrying details of the reason a customer has clicked your ad in the first place. If you are a travel agent advertising about discounted holiday packages, then your landing page should contain the very holiday packages the customer is looking for. It should contain your logo and brand, a crisp and short introduction of your business and products with a Call-to-Action (CTA) button.
It is said that the average Cost-per-Click or CPC on the search network stands between $1 and $2. On the Display network, the CPC costs around $1. But this pricing, however, depends on several factors. Your Quality Score plays a crucial role in both your ad positioning on the Google Search page, as well as your CPC. Google ranks your PPC Ad depending on your maximum bid for keywords and your Quality score, and this Ad rank along with your Quality score and maximum bid, judges your CPC rate. The higher your Quality Score, the better Ad rank and lower CPC.
Negative keywords are select keywords or search terms that you can exclude from your PPC Ad campaign to avoid your ad showing up under unwanted Google search results, and focus only on your target customers. For example, if you are a travel agent specializing on adventure sports holiday packages, you may want to exclude keywords like honeymoon holiday packages from your campaign. You can choose to remove keywords that are exact matches with search terms, a part of phrases or a match in a broad sense. Adding too many negative keywords can also adversely affect your campaign by reaching to fewer customers.